Context:

AMC Theatres is set to launch a '50% Off Wednesdays' initiative starting July 9, 2025, as part of its AMC Stubs program to boost theater attendance. This move follows a significant recovery in the box office seen in April and May, prompting AMC to replicate the success of their previously established 'Discount Tuesdays'. The discount applies to evening showings on Wednesdays but excludes premium formats like IMAX and Dolby Cinema, which will still incur additional charges. AMC's chair-CEO Adam Aron expressed optimism about sustaining the upward trend in box office earnings through this new pricing strategy. This initiative aims to provide value to moviegoers and increase midweek attendance at AMC theaters nationwide.

Dive Deeper:

• AMC Theatres, the largest movie theater chain in the United States, will introduce '50% Off Wednesdays' starting July 9, 2025, offering half-price tickets for evening showings to members of the free AMC Stubs program.

• The promotion comes after a notable resurgence in box office sales in April and May 2025, which encouraged AMC to implement this strategy similar to the successful 'Discount Tuesdays' that attracts value-seeking moviegoers.

• While the discount is applicable only on standard evening showings, additional charges will remain in place for premium large-format experiences such as IMAX and Dolby Cinema.

• AMC chair-CEO Adam Aron highlighted the necessity of a sustained box office recovery before implementing such a pricing change, indicating confidence in continued growth for the remainder of the year.

• The initiative seeks to transform Wednesday into a strong attendance day, similar to Tuesday, capitalizing on consumer interest in affordable moviegoing experiences.

• AMC's strategic pricing adjustments aim to maintain momentum in audience numbers and revenue by enhancing the appeal of midweek movie outings.

• The '50% Off Wednesdays' offer is part of AMC's broader effort to encourage more frequent theater visits, especially during weekdays, by providing a compelling value proposition.

• AMC Theatres has announced a new initiative to encourage moviegoing in summer 2025.

• The United States’ biggest movie theater chain will offer 50% off tickets for evening showings on Wednesdays for members of the AMC Stubs program, which is free to join.

• THR reports that “50% Off Wednesdays” will begin on July 9, 2025, but the upcharge for premium large-format experiences like IMAX and Dolby Cinema will still apply.

• Keep reading to find out more…

• AMC chair-CEO Adam Aron said in a statement, “Realistically, we could not afford to have made this change to our ticket pricing strategy until the box office showed true signs of sustained recovery. But in April and now in May, the box office has been booming, and the remainder of 2025 appears poised to continue that upward box office trend. The introduction of Discount Tuesdays several years ago has turned Tuesday into one of the best attended days of the week, in part because there is a segment of the moviegoing audience who looks first for a great value in their moviegoing. With the introduction by AMC of 50% off Wednesdays, we’re looking to turn Wednesday into a similarly strong-attendance day for moviegoers at our theaters.”